A Comparative Analysis of Digital Marketing Online Synchronous Course Delivery With and Without Virtual Reality Software

Abstract

Virtual reality (VR) in education has gained momentum in recent years, presenting both promises and challenges. This technology can be found in many areas of learning, but its use is deficient in marketing education. VR technology has improved to offer many choices and is within reach regarding cost and implementation. This study presents and reviews several VR technology software choices and a framework for implementation within digital marketing course instruction. It also investigates the impact of VR on marketing student abilities and perceptions within synchronized online digital marketing courses, focusing on problem-solving, communication skills, course materials rating, and overall course rating. The research aligns with previous findings that suggest VR positively influences problem-solving and communication skills. Student ratings and comments indicated positive student sentiment. The findings underscore the positive impact of VR on student sentiment, satisfaction, and course quality.